Poppi Gets Into Apparel at Target
What’s new: Target partnered with prebiotic soda brand Poppi to launch an exclusive limited-edition apparel collection through Target.com on Dec. 29 and in Target stores on Jan. 5.
What we saw: In stores, the “Ultimate Serve” collection was stocked on pink display fixtures employing a “You’ve got great taste” message. The line of more than 20 SKUs includes $8 graphic crew socks, $29 hoodies and $24 pajama pants using the bright colors found on the brand’s cans.
Crossing categories: Poppi also gave Target an exclusive limited-edition cream soda flavor, which launched on Jan. 6. The apparel collaboration continued in late January with the launch of a bright pink “thirst no more” jersey. Poppi and Target promoted the launches on Instagram. A Dec. 31 email ad linked to a brand showcase within Target.com.
More context: Poppi has been ramping up its account-specific activity, giving Kroger an exclusive limited-edition package and sweepstakes in September. Along with offering promotions tied to Amazon’s Prime Big Deal Days in October, Poppi marked Black Friday with a sweepstakes on Instagram and TikTok that awarded a yearlong subscription to Amazon Prime and a year’s supply of the brand’s cranberry fizz flavor. In January, Poppi encouraged Instacart shoppers to try its products by offering a promo code for $5 off a $5 purchase.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
